4min chapter

Founders cover image

Michael Jordan (The Life)

Founders

CHAPTER

Nike and Jordan's Relationships

Nike executives had a $2.5 million budget for pro basketball shoe endorsements. They agreed that Jordan should be marketed as they might market a tennis player more than as a basketball player. Nike would have to tie together many things, including shoes and clothing into a unique product line complete with advertising and branding. The night before Jordan and his parents were to fly to Oregon to hear Nike's officials present their vision, he phoned his parents and told him he wasn't going.

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